Website creation platforms don’t always leave the most attractive properties in their wake. But that’s the online design problem that tech company Squarespace is solving, in an incredibly beautiful way. The company allows both individuals and brands to make gorgeous sites and blogs. From its origins as a startup in 2004 to a company now with a 100+ person team in NYC and $38.5m in funding, Squarespace continues to make waves not only through its products, but through its content marketing.
Ironically, marketing analytics tools can be egregiously behind the times. Not KISSmetrics. This well-branded analytics company lets users track tons of data, act on real-time KPI performance, and develop audience personas. Headquartered in tech-centric San Francisco with $7m worth of investments in the bank, the company is positioned for success. Thanks, in part, to its content marketing — specifically, infographics.
Will the win be clear, or pixelated? Let’s see.
Squarespace: Squarespace takes content innovation to another level, using YouTube videos and podcasts as well as its incredibly attractive blog (no doubt, a Squarespace template) to reach consumers. While many marketers simply settle for text content alone, Squarespace’s content goes above and beyond to engage its audience, and does so in a way that is visually appealing.
KISSmetrics: KISSmetrics’ blog is an outstanding resource for online marketers (who happen to be the company’s target audience). It’s also innovative in the types of content it offers. Recently, the company took a page from Buzzfeed’s book and created a quiz: ‘Which Marketing Superhero Are You?’ This is a far cry from the flat, text-based blog posts that most marketers offer, and it’s indicative of the larger marketing strategy we’ll explore in this post.
Usefulness to Consumer
Squarespace: Squarespace’s content is about as straightforward and useful as it comes. The online Knowledgebase and in-person learning sessions the company offers are a far cry from long and tedious help forums that other tech companies seem to favor in addressing their users’ needs. While we’ve come to think of content as being present only in social media and blogs, the emails that support team sends to customers are perfectly on brand; the company even sends customers updates on what’s been cooking around the office. Since customers sign up with Squarespace for long-term web hosting and design, it’s useful to know what updates are available.
KISSmetrics: Their mission is to help companies make their online marketing presence as vibrant, useful, and engaging to audiences as possible. This is exactly what KISSmetrics’ infographics do. One recent success? The ‘How Colors Affect Conversions’ infographic, which is both educational to marketers, as well as something they can share on their own blogs and social platforms to improve their image of expertise.
Squarespace: One place where Squarespace could improve is its basic social media presence. While its existing Facebook posts and tweets meet the standards we expect from Squarespace in terms of graphics, these posts are sporadic. With so much great content to offer, Squarespace would do well to focus on posting more regularly to social channels, and to think about increasing post frequency not only into Facebook and Twitter but also pumping up its beautiful Instagram content. Squarespace is a brand we think of as cool and tech savvy. It’d be awesome to see its social media hit the mark.
KISSmetrics: KISSmetrics’ social media platforms are robust, and the brand posts consistently to its channels. There are useful, custom-designed posts on its Facebook page (a recent example advertises the company’s Guide to Twitter) and its Twitter feed is active. So, why does there seem to be a lack of engagement? For a page with 12,000+ likes, KISSmetrics’ Facebook posts get between 2-10 likes on average. Putting paid promotion behind engaging posts would be recommended, especially since Facebook’s organic reach has been plummeting for brands.
Who’s the winner in your eyes? Why? Sound off below!
Originally published on Mar 19, 2014 4:45 PM